As Shoppers Become More Tech-Savvy, Stores Look to Smartphones, Tablets as Must-Have Service Tools

In an age of the check-in and snazzy, location-based technology, the latest in mobile apps for stores harkens back to the bedrock of retail: service.

“The future of commerce is the history of commerce, going back to the days when Sam Walton knew everyone that walked through the store. We can do that with mobile,” said Gibu Thomas, senior VP-mobile and digital, WalmartGlobal e-Commerce.

Neiman Marcus iPhone app helps connect customers with their favorite sales associates.

As more shoppers use smartphones to find lower prices or research products while browsing the aisles,  many retailers are beginning to arm staff with the same tools.

“You can’t put the genie back in the bottle,” said Michael Murray, Sears Holdings Corp.’s‘s chief marketing officer for e-commerce. “Price is part of the decision-making process, but so is making sure you’re able to serve that customer. If you’ve helped facilitate [a sales decision], people will often buy there, but some will not.”

Utilizing an asset that e-retailers will never have — people in stores — Sears has deployed thousands of tablets to sales staff to help provide shoppers with information. Other retailers, including Lowe’s, Gap, Nordstrom and Macy’s, are investing in smartphones and tablets, both as tools for sales associates and as displays where customers can access information.

“Previously you’d have expected store staff to be educated about the products and the brand,” said Geoffrey Handley, co-founder and CEO of mobile agency The Hyperfactory. “Now, nine out of 10 consumers know much more than the store staff because they have the tools to educate themselves.”

Retailers hope to tip the scales back in their favor.

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